Ensuring Your Content Meets Google’s Standards for Quality
In the highly regulated and competitive cannabis industry, search engine optimization (SEO) is essential for gaining visibility, building credibility, and driving traffic.
One of the most critical aspects of SEO is aligning your content with Google’s E-E-A-T guidelines—Experience, Expertise, Authoritativeness, and Trustworthiness.
These principles help Google determine which pages deserve to rank at the top of search results, particularly in industries like cannabis that involve health, legal, and financial implications.
In this guide, we’ll break down Google’s E-E-A-T framework, why it matters for cannabis content, and how you can optimize your website to meet these standards.
What is E-E-A-T?
E-E-A-T is an evolution of Google’s original E-A-T (Expertise, Authoritativeness, Trustworthiness) framework, with the addition of Experience as a key ranking factor.
Let’s explore what each element means:
1. Experience
Google assesses whether the content creator has first-hand experience with the subject.
For cannabis businesses, this means creating content based on direct involvement in the industry, such as:
- Personal insights from cannabis growers, dispensary owners, or budtenders.
- Customer experiences with specific cannabis products.
- Case studies or hands-on reviews of cannabis strains, edibles, or accessories.
2. Expertise
Google favors content created by knowledgeable professionals with verified credentials.
Cannabis-related content should be produced or reviewed by industry experts such as:
- Cannabis scientists or medical professionals discussing therapeutic benefits.
- Licensed dispensary owners providing product insights.
- Legal professionals explaining cannabis regulations and compliance.
3. Authoritativeness
Authoritativeness refers to the reputation of your website and content creators.
Google measures this through:
- High-quality backlinks from authoritative sources (e.g., government websites, educational institutions, industry leaders).
- Mentions in reputable cannabis industry publications.
- A well-established digital footprint, including strong social media engagement and guest appearances on industry podcasts.
4. Trustworthiness
Trust is essential, especially in an industry where misinformation and legal concerns exist.
Google looks for:
- Transparent business information (e.g., address, contact details, privacy policy, terms of service).
- Accurate and well-researched content backed by credible sources.
- Secure website infrastructure (SSL certificates, clear data protection policies).
Why E-E-A-T Matters for Cannabis SEO
Google holds cannabis-related content to a higher standard due to its classification as a Your Money or Your Life (YMYL) topic—meaning content that can impact people’s health, financial stability, or well-being.
If your content lacks credibility, it’s less likely to rank well, making it harder for potential customers to find your business.
By optimizing for E-E-A-T, you:
- Improve your website’s authority and trust in Google’s eyes.
- Enhance user experience by providing accurate, high-quality information.
- Reduce the risk of penalties due to misleading or low-value content.
How to Optimize Your Cannabis Website for E-E-A-T
1. Create High-Quality, Expert-Backed Content
- Publish articles written by or reviewed by professionals in cannabis science, law, or retail.
- Include author bios that highlight the writer’s industry experience or credentials.
- Use verifiable sources such as government studies, academic research, and legal documents.
2. Build Authority with Backlinks & Citations
- Get featured in industry-leading cannabis blogs, news sites, and directories.
- Contribute guest posts to authoritative websites in the cannabis and SEO space.
- Network with industry professionals to earn natural mentions and citations.
3. Enhance Transparency & Trustworthiness
- Display your company’s physical address, phone number, and customer service contacts.
- Clearly state your compliance with local cannabis laws and regulations.
- Use HTTPS encryption and ensure your website follows best security practices.
4. Leverage First-Hand Experience
- Share real-world experiences through case studies, testimonials, and product reviews.
- Create engaging video content showing the behind-the-scenes of your cannabis business.
- Conduct interviews with industry experts and professionals.
5. Keep Content Up to Date
- Regularly update your content to reflect the latest cannabis laws, research, and industry trends.
- Monitor Google Search Console and analytics to identify and improve low-performing pages.
Final Thoughts
Aligning your cannabis website with Google’s E-E-A-T guidelines is not just about improving rankings—it’s about building a brand that users trust and Google recognizes as an authority in the space.
By demonstrating experience, expertise, authoritativeness, and trustworthiness, you position your cannabis business for long-term SEO success while providing valuable, reliable information to your audience.
Need help optimizing your cannabis SEO strategy?
Hemp Writer specializes in helping cannabis businesses grow their online presence with expert content and SEO solutions.
Contact us today to learn more!